Wired is a tech magazine with a distinctive focus on the relationship between new technologies and culture.That’s why they wanted to make their voice heard on A.I., the topic of the moment, and asked us to create a significant and impactful project on it.

One of the main values of the brand is equality, so we tested A.I.s to check how inclusive they were. 

We inserted some simple prompts into an A.I. text-to-image generator, with some shocking results. The bias-ridden images the A.I. created became the visuals of our campaign. 

After testing A.I.s to see how inclusive they are, we created an impactful awareness campaign to let everybody know about their biases.

We gave an A.I. text-to-image generator some simple prompts, such as /imagine a manager, a thug, two lovers. The results? It would inevitably perpetuate stereotypes. All the managers it imagined were male, all the thugs were people of colour, all the lovers were heterosexual. The bias-ridden images the AI created became the visuals of our campaign, which ran on many different media. 

Our target audience was the general public, in a moment in which A.I.s are becoming increasingly popular and their usage is more and more widespread.

We wanted to raise awareness on the topic, to inform public opinion and push programmers and regulators to solve the issue of A.I. bias as quickly as possible.

The work ran on both classics and digital OOHs, as well as on Wired social media channels (FB, IG, IN, Twitter) and on the magazine itself, on both the website and the printed version.

After a launch video, the work ran from 30/1/2023 until 14/2/2023.

The most impactful result is the amount of debate on A.I. bias that the campaign sparked, reaching even the main channel of RAI, the national broadcasting company, despite the relatively complex topic. 

We registered a 60% increase of conversations on the topic since the campaign began. People became aware that the fight for equality now involves A.I. too.

The campaign was overwhelmingly successful in its objective - raising awareness on A.I. bias. People were engrossed by the the project, despite the complexity of the topic. Here are some of the results it generated:

+200K organic interactions

+130% compared to other content on A.I.

15,5 Million potential impressions

77% net sentiment